Strategi Public Relation ABC Fitness sebagai Customer Service Officer dalam Meningkatkan Loyalitas Anggota Melalui Program Signature Class (ABC Fitness Public Relations Strategy as a Customer Service Officer in Increasing Member Loyalty Through the Signature Class Program)

Wibisono, Agus (2022) Strategi Public Relation ABC Fitness sebagai Customer Service Officer dalam Meningkatkan Loyalitas Anggota Melalui Program Signature Class (ABC Fitness Public Relations Strategy as a Customer Service Officer in Increasing Member Loyalty Through the Signature Class Program). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

ABSTRACT The aims of this study is to determine the ABC Fitness’ Public Relations Strategy as a Customer Service Officer in Increasing Member Loyalty through the Signature Class Program. This study uses a qualitative method, because the data obtained is in the form of a description of the role of Customer Service as Public Relations in disseminating this Signature Class program to ABC Fitness members so that they consciously can be loyal members of fitness for a long period of time. The data collection techniques used are data reduction, data presentation, and conclusion drawing. By using the theory of Public Relations strategy proposed by Ronal D. Smith, the results obtained are the steps taken by ABC Fitness to recognize the situation, the organization, and the public. Then another step is to create the main goals, namely: 1) improving the image, 2) maintaining the loyalty of old members, 3) attracting more new members, 4) establishing better communication with the public, 5) The Signature Class program implemented must further promoted in various ways and packaged as attractively as possible so that members will remain loyal to ABC Fitness. ABC Fitness must further improve its service which aims to increase the loyalty of members so they don't move to other fitness places. This can be done by paying attention to things that may seem trivial but can affect the comfort and satisfaction of members when they are doing activities at ABC Fitness, for example the little things that are playing music that is not updated so that it can cause members to get bored from listening to music. That is an example of one of the small things that can affect member comfort. Keywords : Public Relations strategy, Customer Service Officer, Member Loyalty, Signature Class Program ABSTRAK Penelitian ini bertujuan untuk mengetahui Strategi Public Relation ABC Fitness Sebagai Customer Service Officer Dalam Meningkatkan Loyalitas Anggota Melalui Program Signature Class. Penelitian ini menggunakan metode kualitatif, karena data yang diperoleh berupa deskripsi tentang peran peran Customer Service sebagai Public Relation dalam mensosialisasikan program Signature Class ini ke anggota ABC Fitness agar mereka secara dengan sadar dapat loyal menjadi anggota fitness untuk dalam jangka waktu yang panjang. Teknik pengumpulan data yang digunakan adalah reduksi data, penyajian data, dan penarikan kesimpulan. Dengan menggunakan teori strategi Public Relation yang dikemukakan oleh Ronal D. Smith, hasil penelitian yang diperoleh yaitu langkah yang dilakukan ABC Fitness adalah dengan mengenal situasi, organisasi, dan publiknya. Kemudian langkah lain adalah menciptakan goal-goal utama yaitu : 1) meningkatkan citra, 2) mempertahankan loyalitas member lama, 3) menjaring lebih banyak lagi member baru, 4) menjalin komunikasi dengan lebih baik terhadap publiknya, 5) Program Signature Class yang dilaksanakan harus lebih dipromosikan lagi dengan berbagai cara dan dikemas semenarik mungkin sehingga member lama akan tetap loyal pada ABC Fitness. ABC Fitness harus lebih meningkatkan pelayanan yang bertujuan untuk meningkatkan loyalitas member lama agar tidak berpindah ke tempat fitness lain. Hal ini dapat dilakukan dengan memperhatikan hal-hal yang mungkin terlihat sepele namun bisa mempengaruhi kenyamanan dan kepuasan anggota saat mereka sedang melakukan aktivitas di ABC Fitness, hal-hal kecil tersebut misalnya adalah musik yang diputar yang tidak diperbaharui sehingga bisa menyebabkan anggota bosan karena mendengar musik yang itu-itu saja. Itu adalah contoh salah satu hal kecil yang dapat mempengaruhi kenyamanan member. Kata kunci : strategi Public Relation, Customer Service Officer, Loyalitas Anggota, Program Signature Class

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